It's a few years old, but I recently read Masaru Emoto's book "The Hidden Messages in Water" - quite an astonishing read. In it, Dr.Emoto experimented with how water crystals were formed when they were "stimulated" by different words or music. He found that when beautiful music was played (e.g. some Chopin , or "Yesterday" by the Beatles) as water was crystalizing, the actual crystals formed were complex and gorgeous. When heavy metal was played, the resulting crystals were a mess. Another experiment involved typing words on paper and wrapping them around a bottle of water. When the water was cooled to freezing point, Emoto took the crystals and examined them. Crystals formed from the stimulus of words like "wisdom", "let's do it", "I'm sorry" or "I love you" were perfectly formed and lovely. When the water was shown phrases like "you fool!" and "you make me sick", no crystals were formed or they were unrecognizable. Amazing stuff, especially if you think that we're made up of more than 60% water.
But as I flicked through the different experiments conducted, I found myself wanting to see one which stimulated the crystals with different brand names. Would crystals stimulated by "Whole Foods" or "Kashi" be beautiful and lovely and ones stimulated by "Exxon" or "Marlboro" be all deformed and gnarly? We're frequently being challenged by clients to come up with new research methods....how about "Brand Crystalization Research"?
The Dozen is an eclectic take on innovation, branding, media, strategy and research, brought to you by the creative minds at Egg Strategy.